Club Liverpool Ambassador Programme
Club Liverpool, the city’s ambassador programme, was launched in 2015 and is a partnership between ACC Liverpool and Liverpool Convention Bureau. It recently marked its fifth anniversary by celebrating the people who have helped to bring £70 million of conferences to the City Region.
For this five year review the decision was made to launch a standalone website and freshen up the brand narrative and design. Marketing Liverpool was commissioned to carry out this project.
Read on to find out more.
WHAT IS CLUB LIVERPOOL?
Club Liverpool is a network of influential figures from fields such as academia, medicine and business, whose aim is to bring world-class conferences and events to Liverpool. The aim of the new website and brand was to attract more ambassadors to the programme, while promoting the services to event organisers preparing bids who need assistance to sell Liverpool as the best destination.
From the initial briefing session, we decided to focus on the people who make this programme a success. With the Marketing Liverpool in-house design team, we agreed to feature some of the ambassadors who have brought events to the city as advocates of the programme. We commissioned a photographer and Ian Slater, Head Designer at Marketing Liverpool, attended the photoshoots to ensure he got the images he needed for the various media the photographs would be applied to.
Ian Slater said:
“Marketing Liverpool was tasked with refreshing the Club Liverpool brand. Club Liverpool is all about people creating contacts and sharing support to deliver high quality conferences and events in an amazing destination, so it seemed only right that this new look and feel should focus on the human aspect, taking a selection of our fantastic ambassadors as heroes to lead this brand and campaign to enhance membership and promote liverpool as a key conference destination.”
NEW BRAND, LOOK AND FEEL
Website creator, Malik Thomas, began to build the new website, which we agreed would be more simplified from the previous version. We agreed a site map and wire frames were created.
Ian worked on the new brand look and feel, creating guidelines and working with Malik to get the website aligned. We produced promotional banners for use at events, templates for powerpoint presentations, letterheads and a new ambassador certificate (awarded to those who successfully bring an event to the city region).
Ian and Malik worked together to apply the new brand to the website so we had the perfect balance between design, content and functionality.
We produced new copy for the website and designed a new strapline ‘Showcasing Liverpool to the world’, created a toolkit for ambassadors to use on their communications and for event planners to utilise in their bids. We profiled four ambassadors and have another four to introduce throughout the campaign. Ian created a series of graphics and images to be used across social media and as adverts for publications.
To complement the celebration event we also sourced promotional gifts for new ambassadors.
COMMENTS FROM THE TEAM
Chris Brown, Director of Marketing Liverpool said:
“By utilising the in-house team at Marketing Liverpool we are able to ensure that the new branding fits in with the aims and objectives of ACC Liverpool and Liverpool Convention Bureau, and all stakeholders. There are two distinct audiences for the website and we have to be meaningful and succinct for both as these people are short on time.”
Colin Sinclair, Chair of the Club Liverpool Board and CEO of Knowledge Quarter Liverpool and Sciontec Liverpool, said:
“Our ambassadors come from different fields but one thing they all have in common is that they are passionate about this city, and take time out of their busy schedules to attract international conferences here. These events carry a significant immediate boost, but also help Liverpool’s brand in the long-term.”
Adrian Evans, Assistant Director – Conference and Exhibition Sales at The ACC Liverpool Group added:
“The Club’s achievements continue to exceed an ambitious business plan covering the next three years as we look to encourage more ambassadors to join the programme to support the city in bringing more events and ultimately generate more economic impact for the region.”